June 21, 2022

We’re launching Light the Way, a reputational campaign that highlights the exceptional work we do for the six million customers we serve and the communities where we live and work. The campaign kicks off this week with social and digital media advertising across our service area and features stories of FirstEnergy employees who are living our values.

“As a collective effort, we’ve done a great deal of work to put the HB6 investigation and related issues behind us, and we believe the timing is right to shift the focus to all the great ways FirstEnergy employees are positively impacting our customers and communities,” said Doug Colafella, director, Communications & Branding. “Our people across FirstEnergy do so much good – and by highlighting this work we can create an engaging, emotional bond with our customers to help rebuild trust.”

The employee stories are an integral part of a multi-pronged reputational enhancement campaign that includes community impact initiatives including summer reading programs, public safety outreach and other activities. Our leadership is also directly engaging with the media to communicate key FirstEnergy initiatives, from the environment to grid modernization to our new approach to political engagement.

The new ad campaign will feature employee stories that we previewed at a virtual Town Hall last November. The campaign showcases kind-hearted employees who are truly making a difference. Featured in these initial spots are:

• Tony Tulley, senior technician specialist, Akron Central Electric Lab
• MaryBeth Emerich, SAP Configuration Analyst IV, Revenue Operations and Human Services, Reading, Pa.
• Amy Straky, supervisor, Regional Meter Reading, The Illuminating Company (CEI)
• Victor Coleman, consultant, Regional External Affairs at Toledo Edison

Susan Samuelson, senior Advertising & Production consultant, says more Light the Way ads – featuring employees from across our service area – will be produced later this summer. For example, a new spot on the Green Teams is currently underway.

“The Light the Way campaign will run through the rest of the summer,” Susan said. “We’ll continually monitor customers’ reactions to the ads using digital analytics and online surveys to see how the ads are resonating with our stakeholders. We plan to use the period running up to the fall elections to optimize the messaging and media plan before launching a broader-reaching campaign early next year that will include traditional media, such as TV and radio.”